You can replace FeedBurner with Google and Blogbeat with FeedBurner in the image above. The rumors turned out to be true: Google acquired the Google of feeds, FeedBurner. The reasons are many, but the most important ones were to improve Google's analytics tools and to add a new medium for AdWords advertisers.
"[FeedBurner's] web-based tools, including an extensive feed and blog advertising network, help publishers promote, deliver, and monetize their content on the Web and make feed-based content more accessible and manageable for its end users. (...) Google believes that feed-based content and advertising is a developing space where we can add value for users, advertisers and publishers."
FeedBurner's team is optimistic and it doesn't seem to be scared by the fate of some of Google's acquisitions (like Measure Map, Dodgeball, JotSpot) that are barely visible right now:
The fact is that there is an immense amount of work to do in order to a) continue to provide our customers with the best feed analytics, b) begin to provide a more comprehensive 360-degree view of audience and reach, and c) enable publishers to most efficiently determine the best ways to distribute and monetize their content.
We like our chances. We are confident that we are going to be a part of the company that can best deliver the most comprehensive suite of services to publishers. We are confident that we're going to continue to have fun and innovate for customers as rapidly as possible. We are confident and hopeful that you'll look at your feed dashboard soon and say to yourself "Well, *that* was a good idea!"
Moreover, Feedburner could provide a lot of useful information to Google Reader to filter the most popular/interesting/relevant posts and could enhance Blogger's feeds without having to "burn" them at feedburner.com.
If this isn't a good news for you and you're using FeedBurner, you can opt-out of allowing Google to get your data by sending an email to accountx@feedburner.com until June 15. "Opting out will terminate your user agreement with FeedBurner, permanently delete your FeedBurner account, feeds, and all related statistical data and history, and prevent the transfer of your data rights to Google."
